Cosmetics Business picks: 10 must-buy February beauty launches

By Lollie Hancock | Published: 6-Feb-2026
Colour Cosmetics Fragrance Skin Care Wellness

From colour cosmetics launches by Merit, Maybelline New York and Milk Makeup to scented creations by NEOM and Jo Loves and gourmand fragrances from Phlur, these are this week’s biggest beauty launches

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Skin care-infused make-up and fragrances good enough to eat and drink are amongst this week’s biggest and best new beauty launches.

Newness from Maybelline New York, Milk Makeup and Merit are here to elevate your make-up game effortlessly.

Beauty is getting into the Valentines spirit with limited-edition launches from Clara and NEOM.

Plus, Lush is on hand to help fight off the last of winter coughs and illness with its newest bath bomb.

Read on to discover this week’s must-know launches.

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  • Companies:
  • Jo Loves
  • MERIT Beauty
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